CORPORATE BRANDING AND REPUTATION MANAGEMENT IN MALAYSIAN INDIGENOUS MANUFACTURING
JAIBALAN A/L HARIRAJAN
MASTER OF SCIENCE (MANAGEMENT) UNIVERSITI UTARA MALAYSIA
2012
Table of Contents
Title Page
Permission to Use……… 1
Disclaimer……… 2
Abstract……….……… 3
Acknowledgement……….. 4-5 CHAPTER 1: INTRODUCTION Introduction…………..……… 6
Problem statement……… 7
Research question……… 7
Research objective……… 8
Significant of study……….. 8
Limitation/ scope of the study………. 9
CHAPTER 2: LITERATURE REVIEW Introduction………. 10
Description on Brand and Corporate Branding……… 10-12 Description on Reputation and Corporate Reputation……… 13-14 History of Automobile Industry in Malaysia………. 15
Company Background……… 16
Products and Services ………. 17
Objective………... 18
Corporate Vision and Core Value……….. 18-19 Mission……….. 20
Target Market ……… 20
Behavioral Factor………. 21
Demographic Factor……….. 21
Psychographics factors……… 22 SWOT Analysis ……… 23-24 Supporting Theory……… 25-27 Conceptual Framework Model……… 27-29
CHAPTER3: RESEARCH METHODOLOGY AND DESIGN
Introduction………. 30 Research Design……….. 30-32 Type of Study……….. 32-33 Application of Delphi Methodology……….. 33-35 Process of Delphi Method……….. 36 Respondent Selection………. 37-38
CHAPTER 4: RESULTS AND FINDINGS
Introduction ……… 39 Evolution of the World Automotive Industry……….. 39-41 The National Automotive Industry……….. 42-47 Result……….. 48-51
CHAPTER 5: DISCUSSION, RECOMMENDATION AND CONCLUSION Introduction………. 52 Summary………. 52-53
Recommendations ……….. 53 Conclusion……… 54 References………. 55-62
1 PERMISSION TO USE
In presenting this project paper in partial fulfilment of the requirements for a Post Graduate degree from the Universiti Utara Malaysia (UUM), I agree that the Library of this university may make it freely available for inspection. I further agree that permission for copying this project paper in any manner, in whole or in part, for scholarly purposes may be granted by my supervisor or in their absence, by the Assistant Vice Chancellor of the College of Business where I did my project paper. It is understood that any copying or publication or use of this project paper or parts of it for financial gain shall not be allowed without my written permission. It is also understood that due recognition shall be given to me and to the Universiti Utara Malaysia (UUM) in any scholarly use which may be made of any material in my project paper. Request for permission to copy or to make other use of materials in this project paper in whole or in part should be addressed to:
Dean
Research and Innovation College of Business Universiti Utara Malaysia (UUM)
06010 Sintok Kedah Darul Aman
2 DISCLAIMER
The author is responsible for the accuracy of all opinion, technical comment, factual report, data, figures, illustrations and photographs in this dissertation. The author bears full responsibility for the checking whether material submitted is subject to copyright or ownership right. Universiti Utara Malaysia (UUM) does not accept any liability for the accuracy of such comment, report and other technical and factual information and the copyright or ownership rights claims.
The author declares that this dissertation is original and his own except those literatures, quotations, explanations and summarizations which are duly identified and recognized. The author hereby granted the copyright of this dissertation to College of Business, Universiti Utara Malaysia (UUM) for publishing if necessary.
Date: Student Signature: ________________
3 ABSTRACT
The purpose of this study is to examine and gain a better understanding of the Corporate Branding and Reputation Management in Malaysian Indigenous Manufacturing. This study focuses on Malaysian’s top car manufacturing company Perusahaan Automobile National (PROTON). PROTON has not been able to market the its products, namely, cars and spare parts in comparison to competitors. The researcher feels that it may be inappropriate Corporate Branding and Reputation Management or sheer absence of it. A study was conducted, involving Delphi method, to extract a useful path forward to steer the company for better Corporate Branding and Reputation management.
4 ACKNOWLEDGEMENT
In the name of God the most Benevolent and most Merciful, All praises to God, the Lord of the universe and peace be upon His Messenger Firstly and foremost, I am grateful to God the Almighty for everything He has granted me. Besides that, this project paper would have not been carried out successfully without the cooperation from many parties who contributed in preparing and completing this project.
Second, I would like to take this opportunity to convey my gratitude and deepest appreciation to those who assisted me in completing this project paper especially my respectable project supervisor, Prof. Dr. Ajay Chauhan and special thanks and gratitude to Dr. Shahmir Abdullah for their professional and untiring guidance from the beginning of the study until the end of this research paper. His valuable comments, suggestions, support and his skilful guidance, supervision, time, and advice have been instrumental guidance in finalizing this research paper.
Third, special thanks to all the citizen of PROTON especially for their giving information, corporation and helping while I am doing this project paper. Hence, I would like to thanks to all respondents that give good feedback when answering my question. Fourth, thanks to all my dearest lecturers those teach me throughout my master study (Master of Science (Management)) from years 2010-2012.Special dedicated toward my sponsor YTL BERHAD for the scholarship and the rest of them. I am proud to be your selected student; no word could say enough to dedicate this devotion. Besides that, I would like to express my appreciation for Pn.Vimala Kamalakanan for giving information to finish this research. Not forgetting, special thanks to my beloved wife Shamini Murugaya and other family members especially for their moral support and encouragement in order to finish my study. Moreover, I gratefully take this opportunity to extend my gratitude to my entire friend at
5 Universiti Utara Malaysia especially and all master students in UUM who are simultaneously completing their project paper in this semester. Hopefully, we will attain success one day together. Finally and most importantly, I am very grateful to The God whose guidance had helped me the whole way through.
May God bless all of us.
Thank you
JAIBALAN HARIRAJAN 801004-06-5507
College of Business University Utara Malaysia
6 CHAPTER 1
INTRODUCTION
1.1 Introduction to the Study
Malaysia is one of the most developed countries in the ASEAN region. Its economy is largely dependent on manufacturing products such as electrical and electronic products, textiles, as well as rubber-based products, followed by the agricultural and mining sectors. Malaysia is also one of the world's largest exporters of palm oil, natural rubber, tropical timber, cocoa beans and pepper.
Since Independence in 1957, it has moved away from its reliance on tin and rubber and diversified its economy by aggressively attracting investment, both foreign and domestic. After Singapore and Brunei, it is the most developed country in South- East Asia, with the high standard of living. Malaysia's rapid increase in manufacturing has been achieved by modernising the country's transport, communications and energy infrastructure, developing industrial zones and offering substantial tax breaks for investors in export-oriented industries.
This study has focused on the Indigenous Manufacturing and more narrowly the automotive industry in Malaysia. The automotive industry is considered as one of the most important and strategic industries in the manufacturing sector. Specifically this research studied in Corporate Branding and Reputation Management in Malaysian Indigenous Manufacturing specifically on PROTON.
The contents of the thesis is for
internal user
only
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